Marketron was acquired by Diversis Capital and is investing in programmatic

Marketron announced this week that Diversis Capital has completed an acquisition of the company. The previous owner, BlackRock Capital, will remain involved with Marketron as an investor.

Marketron is providing business software solutions and services specializing in revenue management and audience engagement solutions to more than more than 7,000 media organizations worldwide. Marketron manages an estimated $15 billion in annual advertising revenue in the United States alone.

According to Marketron, this new investment will be used to continue providing solutions for media companies with an expanded focus on its digital offerings as well as advanced advertising technologies, including programmatic. “Diversis’ acquisition of Marketron comes as media companies face a crossroads and must transform to accommodate the new omni-channel environment. To help its clients meet this challenge, Marketron will further develop its digital and programmatic capabilities to increase revenue opportunities and expand the areas addressed by its existing revenue management products,” said the company this week.

Diversis has named leader Michael Collins as the company’s new CEO, replacing Jeff Haley. Haley has led Marketron since 2012 and will remain on the Board. Collins, formerly CEO of Adelphic, a DSP acquired by Time Inc. Prior to Adelphic, Collins founded and led Joule, WPP’s global mobile advertising agency network.

“Marketron has been the undisputed leader in our space, delivering the software and services that enable our media clients to grow their businesses,” says Collins. “The new investment from Diversis will allow us to rapidly evolve our product offerings and extend our leadership position.”